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TED launches second Ads Worth Spreading

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Wieden + Kennedy's Kenzo Digital, m ss ng p eces CEO Ari Kuschnir and Stink Digital London founder Mark Pytlik are among the industry experts chosen to nominate work in TED's second annual Ads Worth Spreading initiative.

Ads Worth Spreading, which opens later this month, will once again see agencies, brands, producers and individuals invited to submit work that expresses a clever, compelling or infectious idea. TED will open submissions on October 15 and close on December 31. During this time, six teams of two - made up of one TED speaker partnering one 'rising star from the advertising industry' - will seek out and nominate compelling ads from specific areas of interest. JWT digital strategist Jinal Shah, TBWAChiatDay New York planning director Eliza Esquivel and Prime PR Stockholm creative director Tom Beckman are also included in the industry experts. In addition, TED's 24 Advocates from the advertising industry will make suggestions and nominations. YouTube's Ad Blitz will help in sourcing all Super Bowl ads.

TED will then curate a final selection of 2011's ten most fascinating campaigns, to be announced at its 2012 conference in Long Beach, California in March, and showcased on TED.com and YouTube. A complete list of teams and Advocates of the initiative can be found here.

Last year's winners of Ads Worth Spreading included Chrysler's Born of Fire, Target's Kaleidescopic Spectacular, Intel's The Chase, Dulux's Walls and Nokia's The World's Smallest Stop Motion Character Animation.

Ronda Carnegie, TED's head of global partnership, said in a statement: "As advertising and marketing experiences evolve, with the second annual 'Ads Worth Spreading' challenge we are looking to nudge a new paradigm for marketers - presenting ads that enrich the content they touch - to help advertisers connect with audiences and become part of the conversation. We've seen the volume of outstanding material in the marketplace increase - and we look forward to seeing more impressive work."

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